Recognising the region’s potential, VisitBritain announced that it is moving its Asia Pacific Middle East & Africa (APMEA) regional office from Singapore to Dubai.
The authority has also rolled out its Golden Legacy Consultation initiative, which has been designed to identify shared priorities and potential partnerships between UK and potential markets, such as UAE. This growth strategy will enhance tourism into Britain, with an ambition to reach 40 million visitors by 2020, a 3% on year increase.
Carol Maddison, UAE manager, VisitBritain said: “Britain is a major beneficiary of outbound travel from the Gulf region with residents of the six GCC states spending AED5.2 billion in Britain during 2011, that’s around 5% of all spending.”
The Gulf is a major hub for aviation and, from Dubai, the tourism board will be better placed to develop strategic relationships with major international airlines with a view to influencing route development into Britain.
VisitBritain’s Sumathi Ramanathan will be transferring to Dubai as manager for the APMEA region later this year, taking on permanent responsibility for the management of the Middle East and India as well as Asia Pacific.